G.I. Joe fronts new Subaru campaign

Born Licensing has secured a deal with Hasbro for G.I. Joe to star in a new advertising campaign for Subaru Australia.

The car distributor has licensed the action figure to star in a campaign for the new Subaru Levorg.

The national TV campaign, developed by creative agency Disciple, encourages consumers to ‘Do Something Out of the Box’, and the ad sees G.I. Joe 'doo doo-doo' along to 'Walk on the Wild Side' as he rides dogs, chops wood and explores caves.

Digital, outdoor and online material will back the TV campaign, as well as POS signage across the national Subaru dealership network.

“G.I. Joe adds a great deal of value to the campaign on a number of levels," said Born Licensing director David Born.

"It creates a sense of nostalgia amongst their target demographic, tapping into the existing positive feelings consumers have about the brand. It also makes the campaign more likely to be talked about, shared and related to by their target audience.”

Amanda Leaney, national marketing manager at Subaru Australia, added: “Authenticity is very important for our brand, therefore crucial that we used the original G.I Joe for the launch of the all-new, all-action Levorg, not a generic action figure.”